Cadillac F1 announces Tommy Hilfiger as first commercial partner

In a move that cements its cultural and commercial intentions ahead of its Formula 1 debut in 2026, Cadillac F1 has announced American fashion powerhouse Tommy Hilfiger as its first official partner.

The multi-year agreement positions Hilfiger as the team's apparel partner and lifestyle sponsor, reinforcing Cadillac’s pledge to field an all-American identity in the world’s most international motorsport.

The announcement was headlined by a statement from fashion designer Tommy Hilfiger himself, who has a long-standing passion for motorsport and an extensive history in Formula 1.

“Two icons. One vision. A bold new era of American motorsport,” Hilfiger declared. “We’re proud to continue our Formula 1 story alongside TWG Motorsports and Cadillac.

“We share a vision to honor the heritage of F1 while pushing it forward — celebrating where we come from, and reimagining where we can go.

“As the sport’s presence around the globe continues to soar, there’s never been a better time to dream big, and show the world what an American team can bring to the grid.”

The fashion label’s logo will feature on Cadillac’s race cars, driver suits, helmets, and across the entire team’s paddock gear. In addition, a global fanwear collection is scheduled for launch in March 2026, coinciding with the team’s racing debut.

The partnership is also designed to reflect broader ambitions — not just performance on the track, but also presence in the lifestyle space.

Hilfiger has a history of using Formula 1 as a cultural platform, having previously partnered with teams like Ferrari and Mercedes and worked closely with drivers such as Lewis Hamilton on fashion collaborations.

Performance Meets Iconic Style

Cadillac F1 team principal Graeme Lowdon emphasized that aligning with Hilfiger was about more than branding – it was about identity.

“We are an American team representing one of the most iconic American brands of all time,” Lowdon said.

“Tommy Hilfiger too is an American icon, and the brand’s legacy in Formula 1 is unmatched. As we bring a bold new vision to the paddock, this partnership truly reflects the spirit of what we’re building.

"Together, we’re not only racing, but driving innovation that will shape the future of both entertainment and engineering.”

That sentiment was echoed by Dan Towriss, CEO of Cadillac F1, who underscored the significance of the alliance as foundational to Cadillac’s broader identity on the global motorsport stage.

“This collaboration represents the fusion of two bold, innovative brands — where performance meets iconic style,” said Towriss.

“As we build a team that reflects American ambition on the global F1 stage, this partnership sets the tone for what’s ahead.”

Tommy Hilfiger's Heritage

Hilfiger Global Brand President Lea Rytz Goldman framed the deal as an evolution of the brand’s mission to merge fashion and pop culture with the pulse of modern motorsport.

“From the very beginning, entertainment and sport have been part of our brand’s heritage,” Goldman said.

“By doubling down in motorsport, we are excited to present a fresh expression of what’s possible when fashion evolves at the speed of pop culture. This iconic partnership continues our legacy of breaking boundaries, bringing style to the grid, and driving the future of Formula 1.”

The announcement positions Cadillac as a bold new voice in a sport traditionally dominated by European manufacturers and teams.

While the 2026 season remains nine months away, this collaboration indicates Cadillac's intent to enter not just as a constructor, but as a cultural player in the ever-evolving Formula 1 landscape.

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